Typically offered SPRING semester
This is a Core Course of the MOT program for MBA's only.

"Information- and Technology-based Marketing" addresses how to use information technology to learn about and market to individual customers.

Information technology has two important effects for Marketing.

First, many firms now possess much more information about consumers' choices and reactions to marketing campaigns than ever before. However, few firms have the expertise to intelligently
act on such information. The first goal of this course is to help students develop this expertise. Specifically, the course will teach what it takes to collect, analyze, and act on customer information. For example, we will use sophisticated targeting models to increase marketing ROI in direct marketing campaigns. While we will use many quantitative methods in the course, the goal is not to produce experts in statistics. Instead, the goal is to train students to be able to comfortably interact with and manage a marketing analytics team.

The second effect of information technology is that it has changed the competitive environment for many firms: consumers have more information about competitive offerings, the Internet has allowed many competitors to market to consumers directly, and so on. Hence, this course will also focus on how to adapt marketing strategy to an environment of more informed customers, more flexible competitors, and additional ways of reaching consumers.

Marketing is going through an evolution from having been primarily an art to becoming a science. This course teaches students a crucial part of the "science" approach to marketing. We will use a combination of lectures, cases, projects, and exercises to learn the material. This course takes a very hands-on approach and equips students with tools which can be used immediately on the job.

NOTE: MBA's may only count one of the following as core MOT courses: High Tech Marketing Management (MBA 264 or MBA 267); Information and Technology-Based Marketing (MBA 263); or Marketing for High Tech Entrepreneurs (MBA 290E). If two are taken, one will be counted as a related course.

Course Website
Course Overview (pdf)
Course Syllabus (pdf)